Anteseden Peran Influencer Dalam Consumer Purchase Intention Pada Platform Media Social Instagram
Abstract
Influencers are a digital marketing channel that is now widely used by marketers by utilizing their influence in social media to advertise a product. This study objectives to examine the influence of customer experience, trust and perceived value which ultimately affect consumer purchase intention in social media influencer marketing in Indonesia. Data was collected by distributing online questionnaires to 250 respondents via google form using convenience sampling technique. This research was processed with SPSS and PLS-SEM (SmartPLS) applications. The criteria for respondents in this study are aged 17 years and over who are users of the Instagram platform and follow the fadil jaidi influencer account on Instagram. The results of this study indicate that customer experience significantly affects consumer purchase intention, with influencer trust and perceived value acting as mediators. This study found that a positive experience with a trusted influencer can increase purchase intention, and the perceived value of an influencer's recommendation has a positive impact on purchase intention
Full Text:
PDFReferences
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/10.1002/hbe2.195
AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy, 31(3), 355–374. https://doi.org/10.1108/RIBS-07-2020-0089
Ao, L., Bansal, R., Pruthi, N., & Khaskheli, M. B. (2023). Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis. Sustainability (Switzerland), 15(3), 1–15. https://doi.org/10.3390/su15032744
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
Arachchi, H. A. D. M., & Samarasinghe, G. D. (2023). Influence of corporate social responsibility and brand attitude on purchase intention. Spanish Journal of Marketing - ESIC, 27(3), 389–406. https://doi.org/10.1108/SJME-12-2021-0224
Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132, 186–195. https://doi.org/10.1016/j.jbusres.2021.03.067
Chan, F. (2022). A Study of Social Media Influencers and Impact on Consumer Buying Behaviour in the United Kingdom. International Journal of Business & Management Studies, 03(07), 2694–1449. www.ijbms.net
Chen, N., & Yang, Y. (2023). The Role of Influencers in Live Streaming E-Commerce: Influencer Trust, Attachment, and Consumer Purchase Intention. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1601–1618. https://doi.org/10.3390/jtaer18030081
Civelek, M. E., & Sozer, E. G. (2018). How Does Customer Experience Shape the Attitude Towards and Intention to Brand Switching. Journal of Business Research - Turk, 10(1), 856–875. https://doi.org/10.20491/isarder.2018.400
Gaberamos, O., & Pasaribu, L. H. (2022). The Effect Of Information Quality, Customer Experience, Price, And Service Quality On Purchase Intention By Using Customer Perceived Value As Mediation Variables (Study On Gofood Applications On The Millenial Generation). Jurnal Mantik, 5(4), 2470–2480. https://iocscience.org/ejournal/index.php/mantik/article/view/2022
Giantari, I. G., Zain, D., Rahayu, M., & Solimun. (2013). The Role of Perceived Behavioral Control and Trust as Mediator of Experience on Online Purchasing Intentions Relationship a Study on Youths in Denpasar City ( Indonesia ). IIternational Journal of Business and Management Invention, 2(1), 30–38.
Hawkins, M. A., & Saleem, F. Z. (2024). Influencer advertising: facilitating poor-fitting influencer posts. Management Decision, 62(1), 200–218. https://doi.org/10.1108/MD-02-2023-0261
I Kadek Darma Yasa, N. M. W. K. (2020). Peran Kepercayaa Memediasi Pengaruh Customer Experience Terhadap Repurchase Intention. Journal GEEJ, 7(2), 317–336.
Jiang, Y., Lai, P. L., Yang, C. C., & Wang, X. (2023). Exploring the factors that drive consumers to use contactless delivery services in the context of the continued COVID-19 pandemic. Journal of Retailing and Consumer Services, 72(July 2022), 103276. https://doi.org/10.1016/j.jretconser.2023.103276
Kim, D. Y., & Kim, H. Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134(November 2019), 223–232. https://doi.org/10.1016/j.jbusres.2021.05.024
Kim, H., & Park, M. (2023). Virtual influencers’ attractiveness effect on purchase intention: A moderated mediation model of the Product–Endorser fit with the brand. Computers in Human Behavior, 143(February), 107703. https://doi.org/10.1016/j.chb.2023.107703
Kuppelwieser, V. G., Klaus, P., Manthiou, A., & Hollebeek, L. D. (2022). The role of customer experience in the perceived value–word-of-mouth relationship. Journal of Services Marketing, 36(3), 364–378. https://doi.org/10.1108/JSM-11-2020-0447
Lee, S. S., Chen, H., & Lee, Y. H. (2022). How endorser-product congruity and self-expressiveness affect Instagram micro-celebrities’ native advertising effectiveness. Journal of Product and Brand Management, 31(1), 149–162. https://doi.org/10.1108/JPBM-02-2020-2757
Masuda, H., Han, S. H., & Lee, J. (2022a). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174(October 2020), 121246. https://doi.org/10.1016/j.techfore.2021.121246
Masuda, H., Han, S. H., & Lee, J. (2022b). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174(September 2021), 121246. https://doi.org/10.1016/j.techfore.2021.121246
Maulida, R. R., Sari, D. K., Hariasih, M., Manajemen, P. S., & Sidoarjo, U. M. (2024). Peran Advertising , Brand Image , dan Brand Trust dalam Mempengaruhi Minat Beli Produk Kosmetik Maybelline New York pada Marketplace Shopee. 453–464.
Petravičiūtė, K., Šeinauskiené, B., Rūtelionė, A., & Krukowski, K. (2021). Linking luxury brand perceived value, brand attachment, and purchase intention: The role of consumer vanity. Sustainability (Switzerland), 13(12), 1–21. https://doi.org/10.3390/su13126912
Phan Tan, L., & Le, T. H. (2023). the Influence of Perceived Price and Quality of Delivery on Online Repeat Purchase Intention: the Evidence From Vietnamese Purchasers. Cogent Business and Management, 10(1). https://doi.org/10.1080/23311975.2023.2173838
Rahardja, U., Hongsuchon, T., Hariguna, T., & Ruangkanjanases, A. (2021). Understanding impact sustainable intention of s‐commerce activities: The role of customer experiences, perceived value, and mediation of relationship quality. Sustainability (Switzerland), 13(20). https://doi.org/10.3390/su132011492
Saputra, A. (2025). Pengaruh Customer Experience dan Online Customer Review Terhadap Keputusan Pembelian pada Marketplace Tokopedia dengan Customer Satisfaction sebagai Pemediasi dan Perbedaan Gender sebagai Pemoderasi pada Mahasiswa Universitas di Indonesia. 8(1), 175–190.
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898
Sekaran & Bougie. (2016). Research Methods for Business: A Skill-Building Approach. In Leadership & Organization Development Journal (Vol. 34, Issue 7). https://doi.org/10.1108/lodj-06-2013-0079
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53(September 2018), 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
Tafesse, W., & Wood, B. P. (2021). Followers’ engagement with instagram influencers: The role of influencers’ content and engagement strategy. Journal of Retailing and Consumer Services, 58(March 2020), 102303. https://doi.org/10.1016/j.jretconser.2020.102303
Taillon, B. J., Mueller, S. M., Kowalczyk, C. M., & Jones, D. N. (2020). Understanding the relationships between social media influencers and their followers: the moderating role of closeness. Journal of Product and Brand Management, 29(6), 767–782. https://doi.org/10.1108/JPBM-03-2019-2292
Trisna, A. B., Yusuf, B. P., & Prof, U. M. (2024). Peningkatan Tren Minat Beli Produk Kosmetik yang Dipengaruhi oleh Digital Marketing. 623–634.
Venciute, D., Mackeviciene, I., Kuslys, M., & Correia, R. F. (2023). The role of influencer–follower congruence in the relationship between influencer marketing and purchase behaviour. Journal of Retailing and Consumer Services, 75(April), 103506. https://doi.org/10.1016/j.jretconser.2023.103506
Yang, G., Chaiyasoonthorn, W., & Chaveesuk, S. (2024). Exploring the influence of live streaming on consumer purchase intention: A structural equation modeling approach in the Chinese E-commerce sector. Acta Psychologica, 249(April), 104415. https://doi.org/10.1016/j.actpsy.2024.104415
Yuan, C., Wang, S., & Yu, X. (2020). The impact of food traceability system on consumer perceived value and purchase intention in China. Industrial Management and Data Systems, 120(4), 810–824. https://doi.org/10.1108/IMDS-09-2019-0469
DOI: http://dx.doi.org/10.24036/jmpe.v8i2.17336